Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Pubcon Austin - AdWords Competitive Analysis

863 views

Published on

Learn some ways to use Auction Insights and SEMRush to see what's happening on your ppc landscape!

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Pubcon Austin - AdWords Competitive Analysis

  1. 1. Competitive Intel: Using Insights To Drive Strategy Susan Wenograd Partner & SEM – Five Mill Susan.Wenograd@fivemill.com
  2. 2. Who Am I? #pubcon @SusanEDub • Partner at Five Mill. Made up of paid search pros with avg. of 10 years experience. • Specialize in medium-to-large scale paid search accounts. • Live in Virginia with my husband and this cutie.
  3. 3. Competitive Intel Value #pubcon @SusanEDub • Things change: new competitors, new bids, new ad copy, new products, new searchers…you get the idea. • Down with being complacent! • Seasonal trends. • Mobile trends. • 30,000 foot view.
  4. 4. Please! #pubcon @SusanEDub • Don’t do it obsessively! • Launching new accounts • Launching new campaign themes • Monitoring patterns quarterly-ish
  5. 5. Where Are Auction Insights? #pubcon @SusanEDub
  6. 6. What Does It Show Me? #pubcon @SusanEDub • Your average position vs. competition • Overlap rate: How often you show and their ad shows • Position above rate: How often competitor’s ad is shown higher than yours when you both appear • Top of page rate: How often you show above the organic results • Outranking share: How often your ad ranked higher OR showed when a competitor’s ad didn’t.
  7. 7. What It Looks Like #pubcon @SusanEDub Competitor Competitor Competitor Competitor Competitor Competitor Sometimes these will surprise you
  8. 8. But That’s Only Part of the Story #pubcon @SusanEDub Richness lies in understanding your performance on Mobile, and performance at different times of year.
  9. 9. Mobile Can Look Different #pubcon @SusanEDub
  10. 10. Get Out of the Interface & Into Excel #pubcon @SusanEDub Export & Pivot! Domain Q1 2016 Q2 2016 Competitor 1 5.7 5.6 Competitor 2 5.1 5.0 Competitor 3 4.5 4.7 Competitor 4 4.7 4.7 Competitor 5 4.7 3.7 Competitor 6 4.0 3.6 Competitor 8 3.3 2.9 Competitor 9 3.1 2.8 Competitor 10 3.9 2.8 Competitor 11 2.2 2.3 You 2.2 2.1 Check out who’s on the move. Make a note & then check in SEMRush.
  11. 11. Get Out of the Interface & Into Excel #pubcon @SusanEDub Export & Pivot! Day of the Week capella.edu You Sunday 12.1% 21.6% Monday 12.4% 21.0% Tuesday 13.4% 21.8% Wednesday 11.7% 20.1% Thursday 11.8% 19.3% Friday 12.1% 21.0% Saturday 11.1% 21.6%
  12. 12. Check for Account Growth #pubcon @SusanEDub
  13. 13. Check for Increased Budgets #pubcon @SusanEDub Export this competitor’s keywords, and de-duplicate against your own to find untapped keyword opportunities.
  14. 14. Find Seasonal Wins & Weaknesses #pubcon @SusanEDub
  15. 15. Find Seasonal Wins & Weaknesses #pubcon @SusanEDub
  16. 16. Note YoY Trends #pubcon @SusanEDub These can be helpful in planning your projections!
  17. 17. …But Know If There’s a Reason #pubcon @SusanEDub Month Sum of Revenue/Cost 1/1/2015 1.37 2/1/2015 0.96 3/1/2015 1.88 4/1/2015 2.26 5/1/2015 1.91 6/1/2015 2.34 7/1/2015 1.77 8/1/2015 2.11 9/1/2015 2.14 10/1/2015 2.77 11/1/2015 2.45 12/1/2015 2.00 1/1/2016 3.16 2/1/2016 2.53 3/1/2016 5.18 4/1/2016 4.73
  18. 18. Competitive Ad Copy #pubcon @SusanEDub • Competitor ad copy and history • Note sales cycles • Note free offers – 50% off? Free trials?
  19. 19. Doing Shopping? Great. #pubcon @SusanEDub
  20. 20. Doing Shopping? Great. #pubcon @SusanEDub
  21. 21. Doing Shopping? Great. #pubcon @SusanEDub
  22. 22. Doing Shopping? Great. #pubcon @SusanEDub Check out strategy over time to help you gauge if competitor is shifting towards becoming Shopping-heavier.
  23. 23. Quarterly Checks #pubcon @SusanEDub Competitive ad copy Spend trends – are competitors growing and spending more? Keyword volume trends Mobile trends – yours and theirs! Seasonal performance for peak times
  24. 24. Strategic Checks #pubcon @SusanEDub Pull competitor keywords. Merge into an Excel sheet with your terms and de-duplicate to find keyword opportunities. Check imagery and product descriptions on Shopping Pull ad copy for year & look for sales cycles
  25. 25. Thanks For Coming! Susan Wenograd Partner & SEM – Five Mill Susan.Wenograd@fivemill.com

×